{"id":10791,"date":"2026-02-13T18:41:33","date_gmt":"2026-02-14T00:41:33","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10791"},"modified":"2026-02-13T18:41:33","modified_gmt":"2026-02-14T00:41:33","slug":"ai-roi-confidence-is-slipping-and-thats-not-a-bad-thing","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10791","title":{"rendered":"AI ROI confidence is slipping, and that\u2019s not a bad thing"},"content":{"rendered":"
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Marketers are feeling less confident about proving AI ROI. According to Jasper\u2019s \u201cState of AI Marketing in 2026\u201d report, just 41% say they can demonstrate return, down from 49% last year.<\/p>\n

At first glance, that looks like AI is losing momentum. It\u2019s not. The definition of ROI has simply changed.<\/p>\n

When AI was new, productivity gains and increased output counted as success. Now that AI is embedded in core operations, executives want economic impact \u2014 revenue growth, margin improvement, measurable business lift. As standards rise, confidence naturally dips.<\/p>\n

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Source: Jasper\u2019s \u201cState of AI Marketing in 20<\/a>2<\/a>6<\/a>\u201c<\/em><\/figcaption><\/figure>\n

Retail illustrates the shift. The share of retail marketers who say they can prove AI ROI fell from 54% to 38%, even though AI usage remains strong. Adoption alone no longer translates to perceived value. Measurement rigor matters.<\/p>\n

And when marketers do measure properly, the returns are significant. Sixty percent of those who can prove ROI report at least 2x returns. Among enterprises with more than $10 billion in revenue, that jumps to 79%.<\/p>\n

The drop in confidence isn\u2019t regression. It\u2019s maturity. AI is no longer judged as a productivity experiment \u2014 it\u2019s judged as a business investment. Those who treat it that way are seeing outsized returns.<\/p>\n

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The post AI ROI confidence is slipping, and that\u2019s not a bad thing<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

Marketers are feeling less confident about proving AI ROI. According to Jasper\u2019s \u201cState of AI Marketing in 2026\u201d report, just 41% say they can demonstrate return, down from 49% last year. At first glance, that looks like AI is losing momentum. It\u2019s not. The definition of ROI has simply changed. When AI was new, productivity … <\/p>\n

Read more “AI ROI confidence is slipping, and that\u2019s not a bad thing”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-12-at-4.39.01-PM.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10791"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10791\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}